(by Riddhi Mukherjee and Nikhil Pahwa) Former IBNLive CEO Rajan Srinivasan, who had left Network18 in 2013, has launched a content marketplace for brands, called Scatter. The Mumbai based startup, Spiral Content Solutions was founded last year (2014) by Srinivasan, along with former Network18 colleague Mahip Singh (COO) and serial entrepreneur Pratik Poddar (CTO). The marketplace curates content from Indian and international publishers, and makes it available for brands to use on social media and other digital platforms (for a fee), in order to provide quality content as a means to draw potential readers. It's a form of Native Advertising, where the brand links itself to content relevant and of interest to an audience, and the consumer sees neutral content without the brand bias that typifies brand communication. Speaking with MediaNama, Spiral Content CEO Srinivasan said that scatter is meant for marketers with "owned media or communities", essentially, for marketers who want to communicate with customers on their own social media community, website and/or email database. "They cannot currently use Scatter on an Outbrain or a Taboola. We will soon get into that space as well", he added. Scatter also intends to expand its content offering beyond text to include video, and launch the platform globally in the next 2-3 months. Srinivasan said that the company is targeting the US, Australia and South East Asia to begin with. Publishers get paid for the syndication of content, and lease their content to marketers for a period of 90 days. The Scatter marketplace aggregates content for licensing, and marketers/brands can search for…
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